A boring headline pretty much guarantees nobody will read that piece of content you spent so much time writing.

When it comes to writing headlines, there’s no shortage of advice, but I prefer to let data be my guide when it comes to writing engaging headlines.

And there’s some awesome new data out from BuzzSumo, a popular tool that shows you the most popular content by topic, or from an individual website.

Steve Rayson, director at BuzzSumo, analyzed 100 million headlines to see which posts earned the most Facebook engagement.

Here are 10 insights from that research which can help you write better headlines that attract more likes, shares, and comments on Facebook.

1. These Word Combinations Get the MOST Engagement

“Will make you” was far and away the most popular word combination in headlines. For example: ’60 Keyboard Shortcuts That Will Make You More Productive’.

“This is why”, “can we guess”, “only X in” and “the reason is” were also incredibly popular three-word combinations in headlines.

2. These Headlines Will Make You Feel All the Feels

Emotions make people click and engage. That’s why emotional headlines are so powerful.

Among the most popular phrases: “make you cry”, “melt your heart”, “give you goosebumps”, and “can’t stop laughing”.

3. This is Why You Need to Write Better Headlines

Better headlines make people curious.

This explains why phrases like “this is why” and “the reason is” attracted tons of engagement on Facebook.

4. Can You Guess What Else Works?

Quizzes. BuzzFeed is known for publishing quizzes like “Can We Guess Your Age and Location With This Food Test?”

As Rayson noted in his research:

“These quizzes appeal to our desire to know more about ourselves and to prove we’re smart, we did grow up in the 80s, we are living in the right city, or whatever it might be. These quizzes are like mirrors, it’s hard to walk past with out looking at yourself. They are hard to ignore.”

5. One Thing That Only Headline Writers Need to Understand

Tribal headlines work, and this headline trend is growing, according to BuzzSumo.

Basically, a tribal headline includes the words “that only”. For example, “17 Slightly Terrible Things Only People Named Sarah Understand” or “14 Things Only People Who Adore Print Books Will Understand”.

6. These Word Combinations Get the LEAST Engagement

“Control of your” was the least engaging headline. So you’ll want to avoid this three-word phrase.